... the consumer culture and the communication network will be critically assessed in terms of the freedom they each allow in the formation of cultural diversity and identity and the degree to which personal agency is used within these structures. Thus, it will become clear, that the 'global village', while very real, is a master of illusion. Capitalism, an economic system designed to generate profit by producing surplus to the demand (D. Loy, 1997), is the current global economic system. The scope and following of this economic force has been compared to that of a religion (D. Loy 1997) and 'The Market' it has created as a deity (H. Cox 1999). The fundamental principle of capitalism lies in the interests of the individual; it is an economic community of individuals, each working to creating a profit, to increase personal wealth and thereby satisfy not only needs, but also desires (D. Loy 1997). ...

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